LIFESTYLE EXPERIENCE

A Valleywide contest to select the official “Mr. Puniverse 2007” to act as a Gold’s Gym ambassador in the market during the entire year. This person is a male who is underweight and muscularly underdeveloped

Why: Promote the Gold’s Gym brand in a new way that provides the opportunity to educate people about the value of muscles to good health, promote the story of Gold’s Gym, engage a audience, bring humor to the brand personality and generate public relations coverage.